Broadcasting oneself: Staging authenticity in YouTube viral videos

CHOVANEC, Jan. Broadcasting oneself: Staging authenticity in YouTube viral videos. In 22th Ross Priory International Seminar on Broadcast Talk. 2014.

Základní údaje

Originální název

Broadcasting oneself: Staging authenticity in YouTube viral videos

Název česky

Diskurzní a multimodální prostředky pro vytváření dojmu autentičnosti ve virálních videích na YouTube

Autoři

CHOVANEC, Jan

Vydání

22th Ross Priory International Seminar on Broadcast Talk, 2014

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Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60200 6.2 Languages and Literature

Stát vydavatele

Francie

Utajení

není předmětem státního či obchodního tajemství

Označené pro přenos do RIV

Ne

Organizační jednotka

Filozofická fakulta

Klíčová slova česky

pragmatika; mediální diskurz; reklamní diskurz; YouTube

Klíčová slova anglicky

pragmatics; media discourse; advertising discourse; YouTube

Příznaky

Mezinárodní význam, Recenzováno

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Anotace

V originále

The presentation considers the phenomenon of popular follow-up videos through which users “broadcast themselves” on YouTube, more specifically those that recreate and sometimes parody professionally made video commercials. It appears that the follow-up videos strategically employ non-professionalism in order to project the non-expertness of their authors and protagonists, while otherwise remaining multimodally coherent with the originals. Whether genuine or staged, the authenticity and the ineptitude of those who broadcast themselves in this way not only contrast sharply with the original commercials but also provide the clue to our understanding of the whole phenomenon: rather than subjecting the original commercials to criticism or ridicule, the follow-up videos try to capitalize on their own non-professionalism and non-seriousness as a way of increasing their chances of online success. Arguably, in a world where popularity depends on the number of views, intentional underperformance may be one of the ways that lead to success.

Česky

The presentation considers the phenomenon of popular follow-up videos through which users “broadcast themselves” on YouTube, more specifically those that recreate and sometimes parody professionally made video commercials. It appears that the follow-up videos strategically employ non-professionalism in order to project the non-expertness of their authors and protagonists, while otherwise remaining multimodally coherent with the originals. Whether genuine or staged, the authenticity and the ineptitude of those who broadcast themselves in this way not only contrast sharply with the original commercials but also provide the clue to our understanding of the whole phenomenon: rather than subjecting the original commercials to criticism or ridicule, the follow-up videos try to capitalize on their own non-professionalism and non-seriousness as a way of increasing their chances of online success. Arguably, in a world where popularity depends on the number of views, intentional underperformance may be one of the ways that lead to success.